Lima treatment redacted

818.223.8184 [email protected]

Dear ,

Thank you for considering my services for your upcoming lifestyle photo shoot. I am excited to introduce

you to my team, and we’re looking forward to presenting you with creative concepts for this project. Every project

requires strategic planning, creative thinking, and precise execution, and I plan to integrate these skills with my

enthusiasm to deliver outstanding results to you and your team.

Enclosed in this packet you will find my qualifications, a detailed summary of my team members, a proposed

schedule, and the estimated fees required to complete this project.

Again, I am thrilled to be considered for this project, not just because I believe is an innovative and iconic

brand, but also because the company holds a special place is so many people’s hearts.

It is my belief that in today's advertising landscape, showing the way people feel when they use a product is more

effective than just showing the product itself. A successful campaign explores the lifestyle and trendiness of the

brand, and the work appeals to a wide range of customers from young to old.

To me, a successful project requires great production and great execution, and it is very important to explore all

possibilities of an assignment so we can create fresh and unique imagery. I’d love to explore the many possibilities

of with you.

Please let me know if you have any questions, and I’m looking forward to discussing this with you and your team in

greater detail.

Sincerely,

Caesar Lima

A Proposal Presented to

LIFESTYLE PHOTO SHOOT


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Table of Contents

Approach to the Scope of Work ...............................................................................................4

Inspiration...............................................................................................................................6

Proposed Schedule ...............................................................................................................12

Cost Estimate .......................................................................................................................13

Qualifications and Experience..................................................................................................16


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Approach to the Scope of Work

products have long been synonymous with family fun, and I plan on capturing the excitement, joy, and

sense of companionship that your new product will bring to the marketplace.

To accomplish this project, we will collaborate with you through a series of phone calls and meetings to determine

the specifications of the desired talent, locations, wardrobe and props. Each of these elements will ultimately shape

the overall aesthetic of the final campaign, and are therefore vital to the project. With a clear understanding of the

these specifications, we will then begin the pre-production process.

For talent, we will start by determining a very specific set of criteria with you to determine the type of people we are

looking for. We’ll then contact local talent agencies and inform them about a casting call to be held in a local studio,

and invite all of the appropriate people from each agency’s roster. Over the course of the day, we’ll shoot a series

of simple headshots, full length and quarter length images of all the models, and we will then create web galleries to

share the images with you.

Simultaneously, after discussing very specific types of locations, we will send our location scout out to photograph

multiple indoor and outdoor residential locations. We will then create web galleries of these locations to share with

you, and deliver them at the same time as the talent galleries. As a group, we will decide which locations and talent

are most appropriate, and we’ll then move forward after approval to confirm a residence and up to 15 adults and/or

children.

The next step of the process is geared towards wardrobe and props. At this point we will have a better idea of the

number of adults and children, as well as what we can expect from the locations. Our wardrobe and prop stylists

will collaborate with you to create a visual guide of clothing a prop options for your consideration. After a series of

discussions and an ultimate approval, the stylists will move forward with sourcing and obtaining the necessary items

and outfitting the locations.

As I mentioned, the talent, locations, wardrobe and props are vital to this project. My experience in selecting

appropriate models and my teams expertise in finding and sourcing locations, wardrobe and props will ensure that

the final campaign speaks to the right demographic and is accomplished on schedule and under budget.

Prior to both the residential and studio shoot days, we will have a pre-light and walkthrough day at each location to

ensure everything is staged and set for a streamlined shoot day.

Over the course of 3 days, we will photograph the professional talent portraying families and interacting with

products in three different environments. The first day will take place inside a residential location in the Los

Angeles area. We will stage a bright and clean living room environment, and will have up to 15 people (including

adults and children) on set. This amount of people will allow us the flexibility to arrange different groups of families

(between 4 and 5 people at a time) in front of and photograph them interacting with each

other and the product.

The second shoot day will take place outside in the backyard of the same residential location from the previous

shoot day. This private location will allow us to have a controlled environment where we can keep the new products

out of the general public’s vision. The location could have a pool, a grassy area, beautiful outdoor furniture, and

various props that will make it feel like a fun and family friendly environment. Again, we will capture groups of

people interacting with the new products in a variety of situations. The same 15 talent from the first shoot day will be

implemented and arranged in a variety of situations.


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The third day will take place inside of a studio in the Los Angeles area. We will create a very simple living room

scenario with minimal props, which will offer us a stripped down version of the residential interior images. We will

again arrange the same 15 talent from the first and second shoot days in a variety of situations to create an

interactive family environment full of fun and excitement.

Our days will start with make up and wardrobe for the talent. Simultaneously, we will prep the location and/or studio

for the shoot and provide catering for everyone on set. All aspects of the project will be planned and storyboarded

in great detail ahead of time, and we will recap the plan once more at the start of each day to ensure that everyone

has a complete understanding on how the shoot day will progress.

Lighting will be a mix of available light and strobes with plenty of light modifiers and reflectors. It is very important

for the light to look natural but in a distinctive way, and my consistency of lighting throughout each scenario will

ensure an overall uniform feel. We will shoot with a 40-megapixel Hasselblad H4D system tethered to a workstation

with instant wireless streaming to iPads and iPhones. Our high tech approach to the shoot will allow everyone on set

to view the images, and will ensure a streamlined approval process.

After the shoot days are complete, I will do a basic processing on all of the files and supply you and your team with

a hard drive containing the final files.


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Inspiration

A collection of images that shape our creative vision for this project


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Inspiration


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Inspiration


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While we will scout locations and ultimately determine the most suitable studio, I’d like to share a few image of my

own property and the studio as I feel they would be ideal for this project.

LOCATION IMAGES:


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STUDIO IMAGES:


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Proposed Schedule

MAY 8TH Proposal delivered to

MAY 9TH-11TH review of proposal

MAY 14TH Creative call with photographer

MAY 15TH Project awarded to photographer

MAY 16TH-18TH Begin casting call, scouting and wardrobe/prop selection

MAY 21ST Casting Day

MAY 23RD Conference call for talent and location selection

MAY 24TH-25TH Confirmation on talent, location, wardrobe and props

MAY 28TH Residential location pre-light/tech day

MAY 29TH Residential interior shoot day

MAY 30TH Residential outdoor shoot day

MAY 31ST Studio pre-light and set build day

APRIL 1ST Studio shoot day

APRIL 5TH Files delivered to client on hard drive


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Cost Estimate

The following fees reflect the costs to complete this project. Each subcontractor day accounts for up to 10

hours on set. Excluded from this estimate is the cost for props. Upon further creative direction from we

can accurately estimate these costs.

We have included the fees for each adult and child talent, and upon further direction on how many people will

be required on each day, we can then more accurately detail these costs. You will also notice that we included

the rate for a studio teacher. According to California child labor laws, employers must provide a studio teacher

for the education of all minors up to 18 years. Additionally, studio teachers shall care and attend to the welfare

of all minors 16 years of age or under.

We would of course be happy to elaborate on any of the following fees.


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Total

Fee for Caesar Lima to create a variety of lifestyle images of up to 15 professional talentinteracting with at a residential location, in a studio and at an outsidelocation in Los Angeles over 3 shoot days, and for the following licensing to be conveyedto Unlimited worldwide use of all images captured in perpetuity.

52,500.00 52,500.00

4 First Assistant Days 300.00 1,200.004 Second Assistant Days 300.00 1,200.003 Production Assistant Days 250.00 750.003 Digital Tech Days 550.00 1,650.008 Producer Days 900.00 7,200.002 Photographer Scout/Production Days 1,000.00 2,000.003 Hair/Makeup Stylist Days 900.00 2,700.003 Hair/Makeup Stylist Assistant Days 300.00 900.006 Wardrobe Stylist Days 850.00 5,100.003 Wardrobe Stylist Assistant Days 300.00 900.00

Wardrobe 2,250.00 2,250.007 Prop Stylist Days 800.00 5,600.007 Prop Stylist Assistant Days 300.00 2,100.00

Props (TBD) 0.00 0.005 Prop Vehicle Rental Days 175.00 875.003 Location Scout Days 700.00 2,100.00

Location Fees 6,000.00 6,000.002 Studio Rental Day 2,000.00 4,000.00

Set Construction 1,000.00 1,000.00Casting Day 3,500.00 3,500.00

3 Catering Days for up to 30 people 1,050.00 3,150.00Equipment Rental 4,200.00 4,200.00

2 RV Rental Days 1,200.00 2,400.003 Digital Processing Days 750.00 2,250.00

Delivery of Hi-Res Images by Hard Drive 300.00 300.00Miles, Parking, Misc 500.00 500.00

Plus applicable sales tax

50% advance required to initiate production

Adult talent to be billed directly to client at 3,500 per person per dayChild talent to be billed directly to client at 2,000 per person per dayStudio Teacher Days to be billed at $500/day

Client to provide

Total $116,325.00


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Terms & Conditions

AGREEMENT - This agreement between the undersigned photographer (hereafter “Photographer”) and the undersigned client, (hereafter

“Client”) governs the assignment described in the accompanying cost estimate, and along with these Terms & Conditions, constitutes the entire

agreement between the parties concerning that assignment.

ESTIMATES/BIDS - The fees quoted by the Photographer are for the original job description as presented by the Client. Any subsequent

changes, whether made orally or in writing, may result in additional charges. The accompanying quote is a good faith estimate of the time and

expenses the Photographer anticipates. The Client understands and agrees that the Photographer will bill for actual time and expenses incurred, which may be greater than that which was quoted.

DEFINITIONS - “Publicity” use is when the Client submits photographs to an outside publication (whether print or electronic) for editorial use and

the Client (or their client) is not paying for that use. “Advertising” use is when the Client (or their client) is paying for the placement of a photograph in whatever media it appears, such as in a newspaper, magazine, billboard, or web site. “Collateral” use is when the photographs appear in a

publication that the Client produces, such as a magazine, annual report, brochure, pamphlet, poster or web site, and whose audience is

employees, customers, shareholders, or the general public. “Personal Display” use is when a photographic print is hung in a home or office and will not be seen by the general public. “Commercial Display” use is when a photograph is hung in a public place.

PAYMENT – Advance payment may be required to initiate production. Client shall make final payment within 30 days of invoice. Late payments

will be billed a $20.00/month handling fee and 1.5%/month interest.

COPYRIGHT - Grant of any reproduction rights to the Client is conditioned upon receipt of payment in full. All rights not expressly granted shall be

reserved by the Photographer. Modification of Photograph(s) and/or incorporation of Photograph(s) in any layout or concept shall not constitute a

Joint Work.

ADDITIONAL USAGE - If Client wishes to make any additional uses of the photographs not covered in the initial agreement, Client shall obtain

permission from the Photographer and pay an additional fee to be agreed upon.

CANCELLATIONS, POSTPONEMENTS - In the event of a cancellation or postponement of a shoot by the Client or subject, Client shall pay all expenses incurred by the Photographer up to the time of cancellation, plus a fee to be agreed upon. If a shoot is canceled within 24 hours of

departure for the shoot, Client shall also pay 50% of the anticipated photographic fee and 100% of the anticipated fees of any subcontractors

booked for the job.

CLIENT REPRESENTATION - The Client is responsible for the presence of an authorized representative at the shoot to approve the

Photographer’s interpretation of the assignment. If a Client representative is not present, the Photographer’s interpretation shall be deemed

acceptable.

AUTHORSHIP CREDIT - A credit in the name of the Photographer shall accompany his photographs whenever practical.

INDEMNIFICATION - Client hereby indemnifies and holds the Photographer harmless against any and all liabilities, claims, and expenses,

including reasonable attorney’s fees, arising from Client's use of Photographer's work. The Photographer similarly indemnifies and holds Client harmless against any and all liabilities, claims, and expenses, including reasonable attorney’s fees, arising from Photographer’s negligence.

TURN AROUND TIME – Normal schedule for web photo gallery or processed files is 96 hours plus any retouching. There will be an additional

charge for rush service, plus retouching time.

RETOUCHING – All final processed files include basic clean-up (spotting, simple blemishes removed) in the file charge. Any additional retouching

requested by the Client will be billed at 150.00 per hour.

TEAR SHEETS - Client will provide Photographer with two entire copies of (or a PDF of) any publication his photos appear in (except in the case of Publicity Use) upon publication.

EXPIRATION – Estimates are valid for 30 days unless signed by both parties.

AGREED, DATE AGREED, CAESAR LIMA, DATE


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Qualifications and Experience

About Us

Caesar Lima Photography and Video has been in business since 1991; that’s twenty-one years of successfully

creating unique and creative imagery for commercial clients. Lima (a self-proclaimed “non-purist”) is committed to

staying fresh and innovative, much like This attitude, along with his skills in both photography and

production, has led him to become one of the most successful commercial photographers in the business.

The Team

CAESAR LIMA / PHOTOGRAPHER

Caesar Lima is an award-winning photographer based in Los Angeles, CA. Caesar provides high-end commercial

lifestyle and fashion photography to notable brands such as Invisalign Teen, T-Mobile and Disney. Through his two

decades of shooting, Caesar has developed his own singular balance of structured production and imaginative

creativity. He has extensive experience with still and motion campaigns as well as studio and location shoots. His

long list of achievements includes earning ADDY awards, multiple IPA awards and the honor of being listed as one of

Archive’s 200 Best Ad Photographers Worldwide. Caesar also holds a Bachelor of Arts in advertising and

marketing which brings an advertiser’s eye to each of his assignments.

FELIPE SILVA / MEDIA MANAGER & LEAD ASSISTANT

Felipe Silva has worked for Caesar Lima Photography and Video for over 10 years. He is Caesar’s lead assistant

and media manager, and is highly proficient in lighting and retouching. He is also Caesar’s son and an intricate part

of the CLP&V team.

GUILLERMO FRANCO / LIGHTING ASSISTANT

A native of Colombia, Guillermo Franco has over 20 years of experience in still photography, advertising and fine

arts. He also works as a director of photography for television commercials, music videos and short films. His work

has been nominated for multiple awards including the Grammy’s and Latin MTV Awards.

DONNA LANE / PRODUCER

Donna Lane is the executive producer and founder of Purple Pacific Pictures (P3), a commercial production company

formed in 1995. P3 is based in the Los Angeles area and provides production services all over the United States,

Asia and South America. They boast a long list of notable clients including Ikea, Marriot Hotels, Mitsubishi, Nokia,

Mattel and many more. Donna works as Caesar’s lead producer on both still and video productions.

ED HARRIS / PHOTO ASSISTANT & PRODUCTION ASSISTANT

Ed Harris has over 10 years of experience in the photography industry. He handles a variety of tasks for Caesar

Lima Photography including location scouting, managing crew, assisting on set and generally keeping everyone on

task, on time and on budget.


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CRISTINA KITCAT / PRODUCTION ASSISTANT

Christina Kitcat is a production assistant for Caesar Lima Photography. She supports Donna Lane on productions

and is responsible for a range of aspects of production from deliveries, to coordination, to wrangling talent,

paperwork and just about anything that comes up during a project.

MANUEL BENEVIDES / HAIR STYLIST

Manuel Benevides has thirteen years of experience as a hair stylist. He has worked extensively in the fashion and

beauty industries for both commercial and editorial assignments. He has experience working with men, women and

children of all ages.

STEVE KARMAN / PROP & SET DESIGN

Steve Karman as worked as a prop designer and set builder for fourteen years. His clients include prominent brands

such as Lexus, Disney, Toyota and T-Mobile.

ANNIE FUNN / WARDROBE STYLIST

Annie Funn is a fashion stylist. Her work can be see in film, print, music videos and billboards. Annie has recently

made personal appearances on the television programs “The Real Housewives of Beverly Hills” and “What To

Wear.” She’s also been featured in numerous magazines and blogs, most recently Style Network’s “My Style”

website.

VERONICA HERNANDEZ / MAKEUP ARTIST

Veronica Hernandez is a successful makeup artist who has worked on commercials, music videos and print

campaigns along with a handful of celebrity clients. She has a true passion for her work and gets great joy out of her

ability to make clients feel confident, look beautiful, and above all, feel at ease on set and in front of the camera.

CHRISTIAN RAMOS / ACCOUNTING

Christian Ramos, a UCLA graduate, has eight years of experience. He works as Caesar Lima’s accountant and is

responsible for the company’s financial records, taxes, invoicing and payments.


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Why Caesar Would Be A Good Choice

With over twenty one years experience in lifestyle shooting, Caesar Lima knows how to handle commercial

productions. He also boasts an understanding of working with children and teenagers. His approach to lifestyle

photography is continually effective due to his understanding of brand promotion. Caesar is adamant in his belief

that every problem has a solution, and that he has that solution.

Caesar thrives on shoots where people are having fun and interacting with enjoyable products, and that makes him a

perfect fit for Caesar also loves seeing a project through from beginning to end; production is one of his

team’s fortes and they excel in casting, set design, concepting, and postproduction.

Caesar and his team wholeheartedly believe that a successful project not only needs a great photographer, but an

experienced production crew. Everyone on Lima’s team has worked with him for at least six years. He considers

each member of the team to be necessary and exceptional; all experts at what they do.

As for specific experience, Caesar Lima Photography recently completed a campaign for Invasalign Teen. Caesar

and his team handled the casting process from beginning to end. During a group conference call, they made the

model selections and then storyboarded all possible layout situations for the shoot. Once the storyboards were

approved, they put together a complete shoot schedule incorporating everything from styling, to make up, to meal

schedules and the specific times the child models would have with their studio teachers. They made sure to overlap

talent so they were able to continue shooting without interruption.

The detailed planning and tight production kept costs down. While Caesar was photographing the talent, his

producer and production assistants were busy planning and prepping for the next day, which kept everything on

schedule. His versatile crew was able to jump into a multitude of responsibilities, which helped keep the production

moving smoothly. This also aided in keeping costs down, allowing Caesar to have a smaller production team. With

the help of lead producer Donna Lane, Caesar’s production workflow saved time, money and energy for everyone

involved.

As for this project, Caesar has always loved the brand and their products. He owns and regularly enjoys

just about every has created including

Whenever a photographer believes in the brand they way Caesar does for there is a level of excitement

and commitment that is hard to match. He would love to work for such a respected brand and believes this to be

one of his biggest advantages along with his production and advertising experience. In his own words: “experience

is everything; knowing what to expect makes you ready to act no matter what arises.”


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REFERENCES

Zodax

Invisalign

Publicis Seattle

Durso Design

AWARDS

1999 Studio Magazine Awards, 2001 American Showcase, 2004 Maverick Awards, 2006 Create Awards, 2006 IPA

Awards, 2007 PX3 Awards, 2007 Create Awards, 2008 Spider Fashion Awards. 2009 Addy Awards, 2009 Asuka

Book Awards, 2009 IPA Awards, 2010 PX3 Prix Award, 2010 IPA Awards, 2010/11 Archive 200 Best Ad

Photographer Worldwide, 2011 IPA Awards

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